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MARKETING MANAGEMENT 12 th edition

Explore the world of retailing and wholesaling, from major types of marketing intermediaries to logistics planning. Discover trends, make marketing decisions, and delve into the intricacies of retail category management. This chapter also covers the functions and decisions involved in wholesaling, market logistics principles, and the marketing debate surrounding private labels.

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MARKETING MANAGEMENT 12 th edition

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  1. MARKETING MANAGEMENT12th edition 16 Managing Retailing, Wholesaling, and Logistics Kotler Keller

  2. Chapter Questions • What major types of marketing intermediaries occupy this sector? • What marketing decisions do these marketing intermediaries make? • What are the major trends with marketing intermediaries?

  3. Starbucks Hear Music Coffeehouse

  4. Retailing Includes all the activities involved in selling goods or services directly to final consumers for personal, nonbusiness use.

  5. Specialty store Department store Supermarket Convenience store Discount store Off-price retailer Superstore Catalog showroom Table 16.1 Major Retailer Types

  6. Levels of Retail Service Self-service Self-selection Limited service Full service

  7. Figure 16.1 Retail Positioning Map

  8. Nonstore Retailing Direct selling Direct marketing Automatic vending Buying service

  9. Major Types of Corporate Retail Organizations • Corporate chain store • Voluntary chain • Retailer cooperative • Consumer cooperative • Franchise organization • Merchandising conglomerate

  10. Department Store Model: Strong Retail Brand Approach

  11. Department Store Model: The Showcase Store

  12. Retailers’ Marketing Decisions Target market Product assortment Service/store atmosphere Price Communication Location

  13. Retail Category Management Define the category Figure out its role Assess performance Set goals Choose the audience Figure out tactics Implement the plan

  14. Hot Topic offers merchandise first

  15. Direct Product Profitability

  16. Retailer Services Mix Prepurchase services Postpurchase services Ancillary services

  17. Location Decision • General business districts • Regional shopping centers • Community shopping centers • Strip malls • Location within a larger store

  18. Indicators of Sales Effectiveness Number of people passing by % who enter store % of those who buy Average amount spent per sale

  19. Trends in Retailing • New retail forms and combinations • Growth of intertype competition • Competition between store-based and non-store-based retailing • Growth of giant retailers • Decline of middle market retailers • Growing investment in technology • Global presence of major retailers

  20. Private Labels

  21. Selling and promoting Buying and assortment building Bulk breaking Warehousing Transportation Financing Risk bearing Market information Management services and counseling Wholesaling Functions

  22. Major Wholesaler Types Merchant Full-service Limited-service Brokers and agents Manufacturers Specialized

  23. Wholesalers’ Marketing Decisions Target market Product assortment Price Promotion Place

  24. Market Logistics Planning • Deciding on the company’s value proposition to its customers • Deciding on the best channel design and network strategy • Developing operational excellence • Implementing the solution

  25. Market Logistics Decisions • How should orders be handled? • Where should stock be located? • How much stock should be held? • How should goods be shipped?

  26. Figure 16.2 Determining Optimal Order Quantity

  27. Transportation Factors • Speed • Frequency • Dependability • Capability • Availability • Traceability • Cost

  28. Containerization

  29. Marketing Debate • Should national brand manufacturers also supply private label brands? Take a position: • Manufacturers should feel free to sell private labels as a source of revenue. 2. National manufacturers should never get involved with private labels.

  30. Marketing Discussion • Think of your favorite stores. What do they do that encourages your loyalty? What do you like about the in-store experience?

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